ImPRessions - Crenshaw Communications

JULY 10, 2019

The white paper has its own specific audience and purpose that separates it from other PR content. White papers offer insights in a long format and they’re generally written in a more academic style than a press release or byline. See this earlier post for more on uses for the modern press release. The long game.

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Case Study Writing Pitching SEO 231

ImPRessions - Crenshaw Communications

FEBRUARY 11, 2016

In the public relations world, thought leadership is a big deal, but the term can start to feel old, fast. How do you infuse a thought leadership program with fresh ideas and get the most out of it for PR? Here are some essentials worth considering when looking to maximize a thought leadership program. Be strategic with bylines.

Leadership 149

Leadership Product Launch B2B Software 149

ImPRessions - Crenshaw Communications

JULY 14, 2021

In many cases they support a path to a market leadership position. Awards in particular can be great ways to generate a morale boost for both leadership and staff. Create a leadership positioning. It’s a long-term proposition that sets them up for market leadership. Here’s how it works. Influence buyer decisions.

B2B 334

B2B Company Case Study Conference 334

Cision

JANUARY 9, 2018

White Papers. Persuasive and authoritative, white papers remain vital to B2B marketers. Without a distribution method, spending hours writing and researching a high-quality white paper does not automatically translate to inbound leads. How to do it? How-To-Guides. How to do it?

Case Study 210

Case Study How To Infographics SEO 210

Cision

DECEMBER 5, 2017

Nearly 100 percent of B2B buyers want content with more input from industry thought leaders, and white papers fulfill your target audience’s desire. It’s no surprise that t hree out of four buyers are most willing to share their contact information in exchange for your white paper. How-To-Guides.

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Infographics Case Study Content Marketing Video 235

Stern + Associates

AUGUST 13, 2014

Thought leadership is critical to brand differentiation and business growth – and core to effective communications strategies, particularly in today’s complex, crowded and commoditized world. Yet the sales community generally views thought leadership as a fancy name for marketing, outside their job to court new customers and close deals.

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Leadership Reputation Measurement Video 103

5W PR

JANUARY 14, 2025

Publish thought leadership pieces, case studies, white papers, and blog posts that address key industry challenges and offer valuable insights. Build a Strong Online Presence In today’s digital age, a robust online presence is essential for establishing credibility and attracting media attention.

How To 78

How To Media Case Study Technology 78

ImPRessions - Crenshaw Communications

SEPTEMBER 13, 2018

If a CEO offers expert commentary – or a byline or guest blog post in a key media outlet, that content can earn valuable visibility and leadership positioning for the organization. PR as a lead generation machine. Earned media boosts SEO. What’s more, if the piece contains a link back to the company, it will boost its search ranking.

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SEO Case Study Conference Retail 125

Waxing UnLyrical

JUNE 5, 2012

Thought leadership is widely practiced by organizations seeking to differentiate themselves from peer organizations, enhance their reputation and gain consistent coverage in targeted communication mechanisms. Characteristics of excellent thought leadership tend to be originality, boldness and worthiness (i.e. No Bible-bashing!

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Leadership Publicity Reputation Employee 91

ImPRessions - Crenshaw Communications

JUNE 20, 2019

While such content is meant to earn media coverage, PR pros also routinely create collateral for owned media like blog posts, white papers, social posts, and case studies. Leadership events. For a deeper dive on putting on stellar panels , see this earlier post. Speaking opportunities.

Agency 188

Agency Publicity Media Training Training 188

5W PR

MARCH 20, 2025

This includes white papers, case studies, and thought leadership pieces that address key government concerns like cybersecurity, interoperability, and cost efficiency. This requires careful balance in communications: Technology Leadership Demonstrate innovation without overstating capabilities.

Government 60

Government Technology Case Study Leadership 60

ImPRessions - Crenshaw Communications

OCTOBER 20, 2021

B2B buyers looking for the best SaaS solution, for example, will review all collateral and communications, including analyst reviews, online explainer videos, customer reviews, case studies, white papers, etc. Awards wins can be another credible weapon to keep a company’s product or solution in the highest consideration set.

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B2B Industry Company Case Study 295

ImPRessions - Crenshaw Communications

NOVEMBER 4, 2020

Different types of content in the form of press releases , bylined articles , white papers, and social media , among others, can help deliver key messages, amplify thought leadership and boost SEO for a particular brand. .

Advertising 334

Advertising Advertising B2B SEO 334

ImPRessions - Crenshaw Communications

OCTOBER 6, 2017

Thought leadership is a common term in most B2B public relations programs. We examine these questions on behalf of clients and have a blueprint of sorts for developing and supporting thought leadership in a company executive or expert. But what does it really mean, and which qualities make a successful thought leader?

Leadership 149

Leadership Trade Shows Healthcare Education 149

ImPRessions - Crenshaw Communications

NOVEMBER 6, 2018

Although longer content like books, white papers, podcasts, eBooks, and video can take more time and effort than shorter bites, and it demands greater depth and creativity, it can prove very effective. In this age of short attention spans, it may seem counter-intuitive to champion long-form content for PR and marketing.

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Case Study SEO Film Video 178

ImPRessions - Crenshaw Communications

MARCH 23, 2017

One nearly surefire tactic for building thought leadership, creating quality content, and earning trade media coverage is a panel discussion event we call the business thought leadership panel. Hosted panels are generally thought leadership and branding opportunities. A panel could succeed with a few food stations.

B2B 136

B2B Leadership Trade Shows Insurance 136

ImPRessions - Crenshaw Communications

JUNE 21, 2018

Yet it can yield real insights for inclusion in a thought leadership program for key executives. Data makes great thought leadership. The data-driven stories can be repurposed into various white papers, blog posts, and webinars, thus elevating the brand’s reputation as an industry authority.

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Storytelling Data Data-Driven PR Infographics 189

ImPRessions - Crenshaw Communications

MAY 22, 2018

B2B can leverage trade outlet coverage by repurposing it into owned media, as well as in case studies, white papers, webinars, and pitches to bigger outlets. The pitching of bylines and interviews to trade publications is a cornerstone of a well-conceived thought-leadership plan. You get the best of both worlds.

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Pitching Real Estate B2B Journalism 168

Cision

OCTOBER 31, 2017

Download our white paper. Sales leadership and marketing will have direct business outcomes information such as leads, opportunities and contract information. This isn’t just a problem for the PR industry, all business activities face the same struggle. It isn’t what you know to be true it is what you can prove.

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Measurement System Data Analysis 222

PRSay

FEBRUARY 5, 2018

Executives seek to amplify their own voices through “thought leadership.”. Speeches, white papers, blog posts and even tweets create expectations about an executive’s communication skills that must be met when they do live Facebook chats, meet customers or talk with employees. Find the 2018 Trust Barometer here.).

Communications 149

Communications Employee Leadership Writing 149

Presspage

FEBRUARY 8, 2021

A white paper on The Crisis Newsroom is also available upon request. The white paper offers key insights such as: Key checklists per phase, and Great case studies with very hands-on examples Receive your own copy via e-mail after filling out the form below.

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Crisis Crisis Management Case Study SEO 127

ImPRessions - Crenshaw Communications

OCTOBER 30, 2019

For a larger brand, it can support a leadership position within a business category. PR tactics can deliver targeted educational content like expository videos, opinion pieces, or white papers — all valuable for a more serious customer. PR content offers depth, credibility. The interest or engagement phase comes next.

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Storytelling Education Software LinkedIn 233

Buzzstream

MARCH 5, 2025

Fast-forward about a year and the Distinctly team documented all of their learnings about using AI in an agency in an excellent white paper entitled Integrating AI processes into Digital PRHow Distinctly took a phased approach to adopting AI,’ which you can download here. This was a white paper that you guys did.

Digital PR 62

Digital PR How To Analysis Tools 62

ImPRessions - Crenshaw Communications

JUNE 28, 2017

At this phase, PR delivers targeted content like thought leadership articles, expository videos, opinion pieces, and white papers — all invaluable when it comes to enlightening and persuading. If they’re about to spend thousands on a company-wide SaaS solution for a business application, all bases will be covered.

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Publicity Storytelling Automotive Software 255

Cision

APRIL 11, 2015

As communication professionals in the business of content creation , we want to make sure we are consistently coming up with thought leadership pieces that will be helpful for our audiences. Use trending topics to get ideas for your blog posts or white papers. Writer’s block is the worst, no? How could it help your customers?

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Content Marketing Trends Facebook Analytics 120

Deirdre Breakenridge

FEBRUARY 23, 2015

It’s fascinating to me just how many people in executive leadership have been resistant to these kinds of discussions. Public Relations Strategic Communications Content Content Marketing Game Changer Communications Jason Sprenger Leadership PR' What’s the right channel to use? What’s the right timing? Set the agenda. Guest Post PR 2.0

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Content Marketing Marketing How To Leadership 150

ImPRessions - Crenshaw Communications

MAY 1, 2018

Contributed articles bylined by a key executive are part of any PR program that emphasizes thought leadership. Within a thought leadership campaign, B2B bylines should offer value to the reader. In general, a thought leadership piece is not an advertisement. How to prep and pitch a byline. Don’t be commercial.

B2B 147

B2B Leadership Customer Service eBook 147

Stern + Associates

JANUARY 3, 2024

The beginning of a new year is a time when many consulting firms release annual research reports and other types of thought leadership on trends, challenges and solutions relevant to the vertical industries they serve. Why Is It Hard to Compete on Thought Leadership?

Leadership 62

Leadership Conference Report Data 62

ImPRessions - Crenshaw Communications

NOVEMBER 8, 2017

Use some of the points to create a white paper or take the byline in a different direction for a different audience. Use coverage to demonstrate results to leadership. In a longer format, the piece becomes fodder for a talk at an upcoming conference.

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Interviews Pitching Infographics Print 136

ImPRessions - Crenshaw Communications

JUNE 10, 2016

Thought leadership events. An excellent way to create quality content and gain exposure for a trendsetting company is a thought leadership event. In addition to opportunities for media to attend and cover such events, a savvy PR team will package the resulting content for white papers, bylines and other post-event coverage.

Media Relations 120

Media Relations Agency Media Training Media 120

Beyond PR

NOVEMBER 9, 2016

But what about thought leadership content like blog posts and white papers? There’s a place in product marketing for telling people what your product does; your thought leadership content isn’t that place. Ask these five questions to help plan effective thought leadership content for your product launch.

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Product Launch How To Leadership Analytics 85

Flack's Revenge

FEBRUARY 3, 2021

Knowing more about their R&D and tech chops can inform story-telling and thought leadership efforts and become part of the larger company narrative. PowerPoints, white papers and academic papers should be provided to those who want to dig deeper and really understand. All kinds of content can help.

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Technology Comparison Case Study Video 177

ImPRessions - Crenshaw Communications

APRIL 27, 2017

Find dynamic and interesting ways to display your thought leadership and draw traffic to your profile and website. A well-written white paper is effective no matter what kind of business you have, B2B or B2C. Have a differentiated point of view. . There’s no better way to stand out than developing a distinct point of view.

Brand 149

Brand Branding Healthcare B2C 149

Landis PR

MAY 8, 2023

Photo courtesy of Pixabay By Brianne Murphy Miller An important part of most strategic communications programs, thought leadership can help support an organization’s goals by using subject matter experts to provide information and commentary. This can include white papers, speeches, webinars, infographics, videos, blogs or social media posts.

Leadership 52

Leadership Infographics Resources Social Media 52

ImPRessions - Crenshaw Communications

JUNE 28, 2018

A good omnibus is a solid way to inform thought leadership content or to grab relevant data to attract media interest. We helped a credit-union client with a financial literacy platform team with a trade group to develop a national financial literacy study, white paper, and speaking tour.

Storytelling 149

Storytelling Data Survey Financial 149

Stern + Associates

MARCH 10, 2023

Over the course of the conversation, they usually share a desire to build thought leadership, to secure more media coverage, and land more speaking invitations. A common hypothesis is that by cultivating thought leadership and getting more [PR] results, leads and business growth will follow. If only it were that simple.

Publicity 118

Publicity Conference Leadership Measurement 118

Sword and the Script

FEBRUARY 16, 2021

Don’t mash case studies, white papers, webinars, press releases and blog posts together. It’s true interpersonal and it’s true in leadership and group dynamics. Thought leadership requires actual thought and leadership. It’s not about you, your company or products. It’s about your audience. Grow subscriptions.

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Government Survey Ethics Media 152